Why the flexibility of paid digital advertising is crucial in the current climate

As the current climate seems to be unpredictable, with a combination of local and national lockdowns, the flexibility of paid digital advertising has never been more important. Digital Growth Programme consultant Liam Lally (pictured) shares details of how businesses can take advantage of these features to promote and remarket to new and existing audiences.

Paid digital advertising includes all social media channels (eg Facebook, Instagram, LinkedIn etc), and search engine adverts (eg Google Ads, Microsoft Ads). Unlike some other forms of

advertising, paid digital campaigns don’t tie you into a long-term commitment and give you total control over many aspects of your spending. Here is a list of features that give

you the maximum control and flexibility over your digital advertising.

1. DAILY BUDGET CONTROLS As a business, you have complete control over how much you spend across these channels. Firstly, you get to choose your

daily budget, although this does come with some caveats. For example, Google Ads can spend twice your daily budget if the demand for your products or services spikes on a particular day, and Facebook could spend an extra 25% on your daily limit if it sees a higher demand for your ads. However, neither will spend more

than your monthly budget If you had a £10 per day budget, your total monthly spend would be £10 x 30.4 (average days per month) = £304.

2. IMMEDIATE ADVERTISING CONTROLS Should your business circumstances dictate, you can immediately pause ALL your paid digital advertising. There is no need to give notice or wait – simply go to your campaigns and hit pause. As your business circumstances

change, you simply log on to your campaign pages, activate them,

and you will be up and running again in a matter of minutes.

3. CONTROL YOUR AD MESSAGING Since this is digital, your advertising message can change as often as you need it to, meaning you can reflect the current circumstances of the audiences you are looking to target. Ensure you are clearly

communicating whether you are open or closed, or you are offering an alternative service to what they might expect, such as a restaurant now doing deliveries.

4. CONTROL THE LOCATIONS YOU ADVERTISE TO Most digital adverting platforms give you the opportunities to advertise to specific areas. If there is a variation in local

lockdowns, then you can always pause or reactivate based on local area circumstances. You can also change your advertising message to those local areas, depending on whether people are entering or coming out of local restrictions.

5. REMARKETING AND RETARGETING OPPORTUNITIES It’s not just the instant flexibility that makes paid digital advertising attractive at this current time – you could also take advantage of anonymously building an audience to be able to retarget or remarket specific advertising messages as circumstances change. All platforms have some form of

audience tracking (and retargeting) service: • Google Analytics – Data Collection for Google Signals

• Bing – Universal Event Tracking 82 business network December 2020/January 2021

• Facebook & Instagram – Facebook Pixel

• LinkedIn – LinkedIn Insights Tag • Twitter – Twitter Website Conversion Tag

• Pinterest – Pinterest Conversion Tag

You will need to update your cookie policy on your website, including giving people the option to opt out. It doesn’t matter where your website visitors are coming from organic search, social media platforms, paid digital advertising, email or third-party websites, your chosen tracking codes will anonymously capture your visitors – enabling you to market to those people at some point in the future.

WHY WOULD THIS BE CRITICAL FOR BUSINESSES RIGHT NOW? For those businesses that are currently closed, chances are there are still people visiting your website. It doesn’t cost any money to use any of the remarketing tracking codes listed above – it

only costs when you use the data to advertise – meaning you have an opportunity to capture data and then market to those users when your business reopens. For example, a restaurant could

capture the data of website visitors and once it is reopening as a business, could then market to a “warm” audience who it knows has visited the website with an advert about a reopening special offer. In the future, it could use the

same audience list, as well as new web visitors, to advertise a change of menu or a new speciality dish that it’s launching. It can also become more nuanced

than “all website visitors” – you can build targeted lists of people who visited specific sections or pages of your website, allowing you to advertise to those audiences with a more relevant advert to try and move them towards a conversion for your business. Look out for a future article

where we will share examples of different ways your business could use remarketing.


If you want to hear more digital marketing updates like these, join us at our next Digital Growth Programme webinar. To see the latest dates, visit

The Digital Growth Programme is managed by East Midlands Chamber. It is a programme part-funded by the European Regional Development Fund, the Chamber and Leicestershire County Council designed to help SMEs located in Leicester and Leicestershire embrace new digital technology to improve productivity to aid growth. For more information, visit

Businesses based in D2N2 can access similar digital support by visiting

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